► Which New Zealand Campervans and Motorhomes providers are maximising their market share online? Find out which campervans and motorhomes providers are taking the lead in organic search and how they’re doing it. FIRST has investigated the organic search engine rankings for NZ consumer searches focused on campervans and motorhomes, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis searching for campervans and motorhomes online. ► In this Campervans and Motorhomes Online Industry Report we discovered: - In our survey, we revealed that the top two places where Kiwis search for information on campervans and motorhomes are on search engines (i.e. Google) and websites of the known providers. This points to the importance for companies to rank in top positions in search engines and optimise their customer’s online experience. - Currently, Maui stands out in the search landscape followed by Jucy capturing a big proportion of the voice thanks to prominent organic presence. - Majority of the analysed campervans and motorhomes providers have low RBR scores, below 20%. There is significant opportunity for these companies to improve their RBR or search engine reach – for important and popular keywords in organic search. - Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues. - A well-executed digital strategy that integrates both organic and paid search should be a key customer acquisition channel for campervans and motorhomes providers, driving revenue and growing the stores share of digital spend. FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position. Websites included in this campervans and motorhomes online industry report comparison: * alphacampervans.co.nz * apollocamper.co.nz * britz.co.nz * escaperentals.co.nz * jucy.co.nz * maui.co.nz * mightycampers.co.nz * nzrentals.keacampers.com * unitedcampervans.co.nz * wilderness.co.nz

1. Copyright © FIRST

2. Copyright © FIRST
• Rankings Based Reach (RBR)* provides a simple way to compare a
website’s search engine rankings with its competitors.
• RBR is an estimate of the percentage of available search traffic a
website will receive for a set of phrases – this gives the site’s share
of search or reach.
• It is weighted based on the popularity of each search phrase and the
relative click through rate (CTR) of each ranking position.
*Source: Rankings Based Reach (RBR) is a methodology developed by FIRST., http://www.firstdigital.co.nz
Copyright © FIRST
• Rankings Based Reach (RBR)* provides a simple way to compare a website’s search engine
rankings with its competitors.
• RBR is an estimate of the percentage of available search traffic a website will receive for a set
of phrases – this gives the sites share of search or reach.
• It is weighted based on the popularity of each search phrase and the relative click through
rate (CTR) of each ranking position.
*Source: Rankings Based Reach (RBR) is a methodology developed by FIRST

3. Copyright © FIRST
The following New Zealand campervans and motorhomes sites were selected for Ranking Based
Reach (RBR) organic search performance analysis.
Sites
alphacampervans.co.nz
apollocamper.co.nz
britz.co.nz
escaperentals.co.nz
jucy.co.nz
maui.co.nz
mightycampers.co.nz
nzrentals.keacampers.com
unitedcampervans.co.nz
wilderness.co.nz

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Search Phrase
Local searches
per month
Search Phrase
Local searches
per month
campervan hire nz 5400 campervan rental 260
campervan hire 1000
motorhome
association
260
campervan relocation 1000 motorhome hire nz 210
motorhomes 880 motorhome rental 210
campervan 720
auckland
motorhomes
170
motorhomes nz 590
relocation
campervans
140
campervan hire
auckland
480
small campervan hire
new zealand
110
campervan hire
christchurch
480 nz campervan hire 110
cheap campervan hire
nz
390
campervan hire
tauranga
110
motorhome hire 390
campervan rental
auckland
90
campervan hire new
zealand
260
Total searches per month
13,060
Total searches per year
156,720
Source: Google Keyword Tool, New Zealand exact match, Apr 2015
In order to investigate which websites are leading in search we researched frequently used
campervans and motorhomes-related phrases.

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What the consumer sees: The top of the Google search results page for a search on ‘campervans’
Paid search results
Organic search results
Up to 3 keyword-
related Google ads
for paid search terms
lead the Google
search results page:
Jucy and Britz ranked
in the first and
second positions,
respectively for the
search term
‘campervans'.
Under the organic
search results,
majority of the
analysed companies
ranked on Google’s
first page, starting
with Maui, followed
by Jucy, Kea
Campers, Britz,
United Campervans,
Alpha Campervans
and Escape Rentals
for the search term
‘campervans’.
Mighty Campers and
Kea Campers ranked on
the seventh and
eleventh positions,
respectively in the paid
search results.
In total there are 11
companies ranked for
paid search. That
represents the
maximum number of
paid search results for
the first page. Given
that, the campervans
and motorhomes
market is highly
competitive.

6. Copyright © FIRST
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
33% of users click
on the top organic
search result
Almost 92% of organic traffic
goes to the top 10 results
Search engine position
Proportionofclicks
Source: Chitika, 2013 (Organic Search)

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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
RankingsBasedReach
Source of ranking data: Google New Zealand, www.google.co.nz, Apr 2015* includes all websites under the relevant domain name (e.g. including www.)
MASSIVE OPPORTUNITY
There is an opportunity for most campervans and
motorhomes providers to compete by optimising for highly
relevant and popular search phrases. By improving their RBR
score, they will be able to seize opportunities to boost online
sales revenues.
Maui, the RBR leader, has an
RBR score of 70%. It is
followed by Jucy and Apollo
Camper, with RBR scores of
44% and 24%, respectively.
The rest of the campervans
and motorhomes providers
have RBR scores of less than
20%.

8. Copyright © FIRSTCopyright © FIRST
Source: Relative total keyword performance on a normalised scale 1 to 100, Google Trends, New Zealand, Apr 2015
The chart illustrates that the brand search terms for campervans and motorhomes. The trend data shows that Maui is significantly ahead and closely
followed by Jucy in terms of online brand search. Wilderness, Britz and Kea Campers, however, are lagging far behind its competitors.
To combat being left behind, runner-up campervans and motorhomes providers need to drive consumer brand recognition via search, display, social
and email remarketing campaigns.

9. Copyright © FIRST
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
No Yes
This representative survey was carried out by 3Di Research on the Great Sites
platform July 2014 (n=1967).
Question 1: Have you ever hired a campervan or
motorhome?
78% of all respondents have never
hired a campervan or a motorhome.
22% of respondents have hired a
campervan or motorhome at least once.

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0%
10%
20%
30%
40%
50%
60%
70%
Travelling via
campervan /
motorhome is not my
thing
Better range of vehicles Customer service Cheaper hire cost Suggested itineraries
that excite me
Other (please specify)
Question 2: What would encourage you to hire a
campervan?
This representative survey was carried out by 3Di Research on the
Great Sites platform July 2014 (n=1534).
Most respondents mentioned that
nothing could encourage them to hire
a campervan as it was just not their
thing.
Nearly 20% of the
respondents would be
encouraged to hire a
campervan if the range of
vehicles was better.

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0%
5%
10%
15%
20%
25%
30%
Used a search engine
(e.g. Google) to search
for providers
Went directly to the
website of a known
vehicle provider
Recommendations
from friends or family
Visited the physical
branch of a known
vehicle provider
Called my known
vehicle provider
Other (please specify)
Question 3: Where was the first place you went to find a
campervan or motorhome to hire?
This representative survey was carried out by 3Di Research on the Great Sites
platform July 2014 (n=392).
The top two most common
places where Kiwis look for
information about campervans
are search engines and the
website of the known vehicle
provider.
Some respondents mentioned
that they would either contact
a travel agent or look in the
newspaper.

12. Copyright © FIRST
0%
10%
20%
30%
40%
50%
60%
70%
80%
New Zealand Australia United Kingdom America Europe Asia Africa
Question 4: What region did you hire your campervan/
motorhome for?
This representative survey was carried out by 3Di Research on the Great Sites
platform July 2014 (n=392).
Most Kiwis who travelled using a
campervan/motorhome have
been travelling within New
Zealand, followed by Australia.

13. Copyright © FIRST
3.0
3.2
3.4
3.6
3.8
4.0
4.2
4.4
4.6
Price / Offers Pickup / Dropoff
location
Level of service /
Responsiveness
Reputation of
Provider / Reviews
Additional features
(e.g. microwave,
GPS...)
Late model vehicles Additional Info (e.g.
Touring Routes...)
Question 5: What is most important to you when considering a
motorhome or campervan? (Rank the following on a scale of 1-5,
1 being least important, 5 of great importance)
This representative survey was carried out by 3Di Research on the Great Sites
platform July 2014 (n=392).
The price is the most important
factor when considering to hire a
campervan, as well as the
pickup/drop-off location.
Additional info and late
model vehicles seem to
be rather unimportant
for most Kiwis.

14. Copyright © FIRST
0%
5%
10%
15%
20%
25%
30%
35%
Question 6: What was the main reason you booked with
the provider you did?
This representative survey was carried out by 3Di Research on the Great Sites
platform July 2014 (n=392).
The main reason why Kiwis booked with
their provider was the good price offered.

15. Copyright © FIRST
• In our survey, we revealed that the top two places where Kiwis search for information on
campervans and motorhomes are on search engines (i.e. Google) and websites of the
known providers . This points to the importance for companies to rank in top positions in
search engines and optimise their customer’s online experience.
• According to a NZ tourism industry report, “international visitors hired 53,710 campervans
during 2011, staying an average of 16.8 days and spending a total of $447.9 million in New
Zealand. Domestic residents hired a total of 10,220 campervans during the same period,
staying an average of 8.9 days and spending a total of $38.1 million outside their home
regions1.” These numbers are likely to increase as Google Trends show that the search
terms related to hiring campervans have been constantly increasing.
• Currently, Maui stands out in the search landscape followed by Jucy capturing a big
proportion of the voice thanks to prominent organic presence.
• Majority of the analysed campervans and motorhomes providers have low RBR scores,
below 20%. There is significant opportunity for these companies to improve their RBR or
search engine reach – for important and popular keywords in organic search.
• Due to their low RBR scores, search results are broadly dispersed among a wide range of
competitors. In the competitive and margin-driven campervans and motorhomes market,
providers need to optimise the most cost effective marketing channel - search.
• A well-executed digital strategy that integrates both organic and paid search should be a
key customer acquisition channel for campervans and motorhomes providers, driving
revenue and growing the stores share of digital spend.
1Source: Campervan tourism delivers $486m to NZ tourism industry – report, Dec 2012, Voxy.co.nz

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FIRST is an award-winning team of smart Digital Marketers who have helped over 300 companies across 100
industries achieve success online. We help our clients to grow online sales, revenue and improve their ROI.
Our expertise in digital marketing has been built on over 15 years experience in digital strategy, analytics,
conversion, search marketing and digital campaigns.
Get in touch to find out more…
Phone +64 (9) 920 1740
Email info@firstdigital.co.nz
Web http://www.firstdigital.co.nz
http://www.linkedin.com/company/first-digital
http://www.firstdigital.co.nz/blog
http://twitter.com/first_nzGrant Osborne
General Manager NZ